TheBureauofBranding&DesignBrandfolio
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Contents
+Beliefs&SkillSet
+TheWork
SelectedCreden9alsInaNutshell
+Contact
Private & Confidential
SummaryBio
Truth That Sells
That has been my working philosophy. Customers are becoming more savvy, lessforgivingtobrandsthatarenottruthfulaboutwhattheycandeliver, thosethataren’ttrue to their brand promise. With the advent of digital connecAvity, disgruntledcustomers can quickly become ‘badvocates’ that can destroy a brand’s equity with acoupleofinfluenAalposts.At the same Ame, the environment has reached a point of hyper-compeAAon wherebrands need to truly differenAate to thrive in their market, supported by aGenAon-geHng creaAve. Forover adecade, I havebeen successfullyhelping clients toprocesstheirtruthintopowerfulbrandingthatsells.
Private & Confidential
InaNutshell
Private & Confidential
In a customer’s mind, the brand equals the company’s reputation,
that is, the experience & value they expect to get
InaNutshell
Private & Confidential
Branding & design enables businesses to deliver distinctive experiences, bringing them to life through all internal & external touch-points
InaNutshell
Private & Confidential
BrandingforSuccess
Asaresult,Brandingwillallowyouto:• ClarifyaposiAoningthatisdifferenAatedfromcompeAtors
• DefinetherelaAonshipbetweenbrandsandsub-brands,targeAngthemtospecificsegments
• Developmessagingthatpersuasivelycommunicatesthebrands’benefitsandproposiAons
• Createanexperienceofthebrandthatnurturesloyaltyandcommandsapremium
Private & Confidential
InaNutshell
InanindustrywhereagenciesarepolarisedbetweenexperAseinbrandstrategyversuscreaAveexecuAon,IhavedemonstratedtheabilitytoeffecAvelysynergisebetweenthetwoinprojectsglobally.
TheDifference
Private & Confidential
InaNutshell
Foroveradecade,Ihavesteadilygainedcredibility,beinglistedasaconsultantwithgovernmentagencies,theSingaporeDesignCouncilandtheManagementConsultantsCerAficaAonBoard.Ihavenotonlyspokenatseminarsworldwide,judgedatandgarneredcreaAveawards,butalsoachievedmarkeAngexcellenceandconsumerchoiceawardsforclients.
Business,Marke9ng,&Crea9veExcellence
Private & Confidential
Private & Confidential
InaNutshell
SingaporeStarAward–Touché(AsiaPacificBreweries)
SingaporeStarAward–Summer’sEve(CBFleet)
SingaporeStarAward–Zing(EuYanSang)
SingaporeStarAward–Crakgon(VivianRegina)
SingaporeStarAward–ChocoMarvel(Hi-Beau)
Crea9veAwards
NTUCUnityChoiceAwards–AvalonJustUme
CozyCotHolyGrail–ChocoMarvel
WatsonsPopularChoice–AvalonProbioAcs
NTUCUnityChoiceAwards–AvalonFatBurner
HerWorldBeautyAwards–ChocoMarvel
MarkeAngExcellenceAwardSilver–ChocoMarvel
Branding&Marke9ngAwards
SpiritofEnterpriseAward–Nominee
ShellLiveSPARKAward–Soyato
RunnerUp,IdeasInc-Soyato
Winner,Start-up@SG-Soyato
BusinessAwardsAgencyoftheYear-Finalist
Business,Marke9ng,&Crea9veExcellence
ExcellenceinBrandStrategy–Soyato
Private & Confidential
Private & Confidential
InaNutshell
Iunderstandthatthemapisnottheterritory.MytenureasanentrepreneurmeansIhaveanaffinityforpracAcalbusiness-orientedbrandingsoluAonsfortheregion.
EntrepreneurialinSpirit
Private & Confidential
InaNutshell
Ihaveappliedmyprovenmethodologyacrosstheglobe–inthefieldsofcorporate,consumer,environmentaswellasdigitalbranding.ApplyingaholisAcapproachacrossacomprehensiveworkscopehasbenefiGedMNCs,SMEsandstart-upsalike.
Proven,Holis9cMethodology
Private & Confidential
1. Brand Research
2. Brand Audit
3. Gap & Opportunity Analysis
5. Brand Architecture
4. Brand Platform 6. Brand Expression 7. Brand Activation & Training
8. Brand Consulting & Measurement
Tools: Focus Groups, Surveys, Desk Research
Visual audit of relevant Brand Touch-points: • Logos • Collateral • Website • Uniforms • Vehicles • Stores, Offices etc.
Insight: Perceptions, Attitudes, Associations
Audience: Staff, Public, Government Agencies
Identify gaps between desired and existing positioning and perceptions, attitudes, associations with regards to: • Operations • Products & Services • Relationships • Brand Equity
SWOT and competitor benchmarking
• Vision & Mission • Brand Values • Brand Personality • Brand Attributes • Brand Positioning
• Hierarchy/relationship between brands
• Naming convention & visual relationship
Develop Visual Branding System & Touch-points: Corporate Branding • Logos , Stationery Consumer Branding • Packaging, A&P
Environment Branding • Signage , Retail
Digital Branding • Web, Social Media
• Brand Training • Media Relations • Marketing
Communications Counsel, Editorial Services
• Event Management • Speaking Opportunities
KPI & ROI:
• Perceptions, Attitudes, Associations
• Media value, Frequency & Reach
OverviewofWorkExperience
Set KPI and ROI Framework
Establish Brand DNATM Develop Brand CharismaTM Administer Brand NurtureTM
InaNutshell
Private & Confidential
In a Nutshell
Irecognisethateverycompanyisatadifferentpointintheir
businessandbrandingjourney.IbelieveinidenAfyingthe
uniquechallengesfacingeachorganisaAon,lookingtonurture
itbyrecommendingopAmalbrandinginiAaAvesthat
considersboththeirresourcesaswellasambiAon.
NurturingBrandsofAllSizes
Private & Confidential
Launch
growth
maturity
decline
SelectedCreden9als
Private & Confidential
Fromgovernmentagenciestoglobalmarketleaders&localSMEs,IhaveworkedwithB2CsandB2Bsformorethanadecade…
SelectedCreden9als
Private & Confidential
…toenhancetheirbrandequitythroughglobalthinking&localapplica9on
SelectedCreden9als
Private & Confidential
For just over a decade now, I am proud to have been
accomplishing my mission of Nurturing Brands of all Sizes
Following are a few examples of projects
I have had the privilege to work on
SelectedCreden9als
Private & Confidential
WatabeWeddingChijmesHall01Localise,posi9on&launchaleadingforeign-listedcorpora9on
Private & Confidential
WatabeWeddingChijmesHall
Private & Confidential
WatabeWeddingChijmesHall
Private & Confidential
WatabeWeddingChijmesHall
Private & Confidential
WatabeWeddingChijmesHall
Private & Confidential
WatabeWeddingChijmesHall
Private & Confidential
WatabeWeddingChijmesHall
Private & Confidential
02IntegratedMarke9ngCampaignsforleadingFMCGbrands
F&N
Private & Confidential
Private & Confidential
F&N
Gondola dressing
Wobbler
Headerboard
Standee
Shelf Talker
Pallet dressing
Private & Confidential
F&N
Fleet/Summer’sEve
03Turn-arounda#1USbrandinAsia
Private & Confidential
KimageHairStudio
04Bringaneighbourhoodbrandup-market
Private & Confidential
Soyato
05Brand&launchasuccessfulstart-up
Private & Confidential
Soyato
Private & Confidential
MamaLemon
06Achieverecordsalesforaheritagebrand
Private & Confidential
VivianRegina
07Posi9onaB2BSMEtoexpandglobally
Private & Confidential
VivianRegina
Private & Confidential
08BrandthedeveloperofSingapore’smostbrandedcommercialdevelopments
RafflesQuayAssetMgt
Private & Confidential
HSBC
09Internalbrandingcampaignthatengagedstaffatoneoftheworld’slargestbanks
Private & Confidential
Private & Confidential
HSBC
Energizer/Eveready
10PackagingalignmentacrossAsiaforaglobalmarketleader
Private & Confidential
11Re-posi9onaveteranbrandforanewmarketsegmentandglobalexpansion
Private & Confidential
Singex/Expo/MaxAtria
Private & Confidential
Singex/Expo/MaxAtria
RaimondiCranes
12Developabrandcampaignforaleaderintheglobalcranemanufacturingindustry
Private & Confidential
KnowledgeUniverse
13Brandarchitecturedevelopmentandposi9oningfortheleadingprivateeduca9onorganisa9on
Private & Confidential
Baygon
14BrandAlignmentacrossEurope&Asiaforaglobalmarketleader
Private & Confidential
15Pre-acquisi9onbrandrefreshforapubliclistedVOIPmarketleader
Mediaring
Private & Confidential
Mediaring
Private & Confidential
16CragabreakthroughcampaignforaleaderinExecu9veDevelopment
TheWorksPartnership
Private & Confidential
TheWorksPartnership
Private & Confidential
17Re-branda200yearoldins9tu9onthatrepresentsleadingcorpora9onsfrom40na9onsand20industrysectors
SICC
Private & Confidential
Na9onalIns9tuteofEduca9on
18Crea9ngbrandalignmentwithinana9onaleduca9onins9tute
Private & Confidential
19Cross-marke9ng&Tradepromo9onforaglobalmarketleader
Eveready
Private & Confidential
Eveready
Private & Confidential
Eveready
Private & Confidential
Eveready
Private & Confidential
Eveready
Private & Confidential
Eveready
Private & Confidential
F&Nfoods/Sunkist
20Winmarketleadershipinanewcategoryforatrustedbrand
Private & Confidential
TheStarPitch
Private & Confidential
TheStarPitch
Private & Confidential
TheStarPitch
Private & Confidential
TheStarPitch
Private & Confidential
Logos
Private & Confidential
SummaryBio
Private & Confidential
Private & Confidential
Co-foundedandledaBrandAgencyoftheYear2014finalistthatwasalsoawardedtheMarkeAngExcellenceAwardandPackagingStarAwardsinmulApleyears.BrandStrategy&CreaAveDirectorwitha16yearcareerinBrandDevelopment,MarkeAng&Design.Experienceinbrandstrategydevelopment,accountmanagement,internaAonaldesign&markeAngcampaignsforclients-fromFortune500companiestolocalSMEstart-ups,inbothB2CandB2Bindustries.ExperAseinimplemenAngaholisAcbrandingprocess,frombrandaudit,research,gapanalysis&posiAoning,brandarchitecture/blueprint/guidelinesdevelopment,idenAtysystems,designconceptualisaAon,online/printmarkeAngacAvaAonandprojectmanagement.
OverseenonlinetoofflinemarkeAngoperaAonsinChinaandSingaporeasChiefMarkeAngOfficer,developingmarkeAngstrategy,visionanddirecAngmarkeAngeffortstowardscontribuAngtothebusiness’growthandboGomline.ACerAfiedPracAcingManagementConsultant(withSBACC)andDesignSingaporeCouncilregistereddesignerthatdeliversBrandingaswellasDesignseminarsandclinicslocallyaswellasoverseas.Accessmycurriculumvitae&porholioonlinesg.linkedin.com/pub/kelvin-emmanuel-ng/10/928/b64 www.the-branding-bureau.com
KeyAccomplishments:DeliveredbrandingsoluAons,markeAngplans/campaignsthatsuccessfully•Launchedstart-ups•Re-posiAonedSMEs&foreignlistedcorporaAons
•Deliveredrecordsales&salesturn-aroundregionally
•Establishedmarketleadership•Re-brandedbusinessesforlocalandoverseasgrowth
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